Sneakersnstuff Raises Tokyo Eyebrows

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Following the rise of fashion and sneaker brand Axel Arigato we shouldn’t perhaps be surprised to find a modish Swedish operation opening up shop in Tokyo. But the opening of the Sneakersnstuff store in the Japanese megacity will still raise a few eyebrows.

In large part this is due to the decision to fill the store with installations and artworks by local and international artists, using them both as visual merchandising props and vehicles for displaying the cult brand’s sports-related footwear.

It should also be noted that this wooden plank-fronted store is a two-building, albeit linked, enterprise. To a large degree one of the structures is a gallery in which sneakers play a role that is secondary to the artworks used.

This all leads, however, to the SNS café and shop, where the commercial purpose of Sneakersnstuff becomes apparent. The café itself is a concession from local provider Camelback and in total this blend of Japanese and Nordic surprises and offers something different in a city where sneaker stores are almost ubiquitous.